A benchmark and content analysis of what the leading soft drink brands are doing on Facebook, Twitter, Google+, YouTube, and Instagram. Brands analyzed are Coca-Cola, Pepsi, Dr. Pepper, Sprite, Fanta and Mountain Dew

1. Report Period: November 1 - November 30,
2015
Report: Social Media
Benchmark & Content
Trends for the Soft
Drink Industry
A benchmark and content analysis
of what the leading soft drink brands
are doing on Facebook, Twitter,
Google+, YouTube, and Instagram.
Brands analyzed are Coca-Cola,
Pepsi, Dr. Pepper, Sprite, Fanta and
Mountain Dew.

2. Summary
In this report we look at the fan counts, posting habits, engagement levels, and content themes of the
top soft drink brands in the US. We’ll analyze 6 category leaders: Coca-Cola, Fanta, Pepsi, Mountain
Dew, Dr. Pepper and Sprite.
Highlights
❖ The largest network account among all these brands is Dr. Pepper’s Facebook account: 15
million fans.
❖ On average, Instagram experienced impressive growth industry-wide, gaining over 6% new
fans.
❖ Facebook is the leader in average engagement for this industry, with 76% of total average
engagement across all networks. Instagram also stands out in this category, having 21% of the
total average engagement.
Report Period: November 2015

3. How fans are distributed across the social networks
Facebook continues to be
the dominant social
network for all brands,
capturing 77% of the
average total fan count.
Coca-Cola is the industry
leader on nearly every
network in terms of fan
count.

4. How fan growth is distributed across the social networks
Instagram is the stand out
during this period for large
growth rates.
Growth rates on this page
can be compared with the
fan count chart on the
previous slide to better
understand the
relationship between fan
growth rates and total fan
counts. Typically, the
higher the fan count, the
more difficult it is to grow
the fan base at a high
rate.

5. How fans are engaging across the social networks
Coca-Cola continues to
be the industry leader in
engagement.
Among the networks,
Facebook is driving the
most engagement, by a
considerable amount.

6. Top data points on Facebook
This industry continues to
consistently promote their
posts on Facebook, as
indicated by the
considerably higher total
Engagement vs 24h
Engagement industry
averages (more on that
analysis here).

7. Top terms on Facebook
The top terms chart gives
a snapshot of the most
used or engaging posting
topics. Hashtags and
URL’s here reveal
campaign themes among
the brands.

8. Top Posts on Facebook
Two of the top 5 posts for
this period are videos.
The 24-hour engagement
number indicates that
three of the five posts
were likely heavily
promoted. (FInd out more
about the 24-hour
engagement feature here.)

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